 |
XChateau Wine PodcastAuthor: Robert Vernick, Peter Yeung
A podcast delivering wine perspectives ex-chateau. Insights, analysis, and perspectives on news and trends in the wine industry beyond winemaking, such as marketing, finance, and consumer trends. From noted wine blogger Robert Vernick (@wineterroir) and leading wine business consultant and author of Luxury Wine Marketing Peter Yeung (@winebizguy), this podcast navigates the business of wine with unique perspectives and insights. Hosted on Acast. See acast.com/privacy for more information. Language: en Genres: Arts, Business, Food, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
Listen Now...
The relationship business w/ Chris Baker, Brassfield Estate
Episode 220
Tuesday, 9 June, 2026
After retiring twice, Chris Baker, President of Brassfield Estate, was lured back in by a unique opportunity to build one of the world’s largest monopoles in the High Valley AVA of Lake County, California. Its unique volcanic terroir is now being scaled nationally with a 10 year contract and national alignment with Southern Glazers. Chris describes the best practices in working with distributors and partnering together to create a successful brand, built on trusted relationships. Detailed Show Notes: Chris’ background: hospitality, distribution, ran wineries, has tried to retire twice and come back due to his love of wineBrassfield overviewHigh Valley AVA, in Lake County CA100% estate grown and produced 5,000 acre property, 500 acres planted, up to 2,000 plantable65k sf cave, only 15% utilizedGrows 17 varietals (10 in distribution), best known from Sauvignon Blanc, Cabernet Sauvignon, and Pinot NoirRetail price points - $16-17 whites, $25-30 redsNational partnership with Southern GlazersWas in 14 states, now in 45Perks to being nationally aligned - a little more attention, assigned trade development managerHave a 10 year contract (normal is 2-3 years) w/ automatic renewalSouthern chose Brassfield because of its scalability (potential to be biggest monopole in the world) and they didn’t have a national product for Lake CountySales team being built out9 division managers, 1 national accounts on-premisePicked up experienced people (e.g. - from Vintage, others) who know a lot of accounts and not afraid to put a bag on their shouldersTeam needs to know distributors feet on the street all the way to state leadersKPIs to drive velocity (getting several products in the right accounts, volume goal, rate of sales, accounts sold goal, 50/50 on- and off-premise split)Small, medium wineries need to do more DTC, social media in new distribution environmentNeed to identify brand’s uniquenessDistributors and accounts want to know what brand will do to create pullFocus on top moving accounts: top 250 restaurants, top retailers, share accounts b/w distributor and winery, need to understand what brands are important for the distributors (to not cannibalize sales)“We’re in the relationship business”National account restaurants - often have 3rd party agencies (e.g. - Patrick Henry, IMI) to work through, hard to get direct contact, can meet some people at Vibe conference, trade conferences, Aspen Food & WineNeed to learn about customers and get to know each otherBest practice: being present, everyone is trying to get mindshare of distributors, can’t only go once every 6 months, need frequent communications, involvement, and call on accounts direct w/ or w/o distributorDistributors have big notebooks of incentives (some suppliers have big ones), they cherry pick what they think will be easiest to accomplishThe top down approach can work, if distributor leads push down priorities to teamCreating consumer awareness (marketing, social, PR) can get attention w/o incentive programs, Brassfield hired a PR agency in NY and a marketing company in NapaBiggest success stories: Lazy Dog - national account w/ Eruption Red Blend, participates in their annual summitSugarfish Sushi - Sauvignon Blanc is in all 17-18 locationsAnnual Volcano Camp (started 2025)Brassfield responsible for High Valley AVAPartnered w/ SommJournal to bring somms from around the countryDug soil pitsInvestment in education builds brand ambassadors, believes it is high ROI Hosted on Acast. See acast.com/privacy for more information.
